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Download (531Kb) The Evolution and Consequences of Digital Rights Management in relation to Online Music Streaming 1. INTRODUCTION Since 2016, revenues from music streaming services have surpassed those from physical sales and continues to grow; suggesting that this can now be regarded as the dominant form of music distribution. Digital Rights Management (DRM) systems lie at the heart of this trend and are crucial in this context; enabling such business models in the first place and subsequently protecting the content offered on such platforms. Whilst seemingly beneficial in terms of revenue and consumer welfare, this shift poses a number of important issues which this research will address. Music streaming services have changed the nature of the product offered. Musical content is becoming de-bundled and reduced to a series of permissions covered by DRM and associated licences which may leave users trapped in a permission-based system and which will be explored by analysing the content of End User Licence Agreements (EULAs) offered by the large streaming providers. This may also have consequences for the application for copyright law itself regarding personal ownership and exhaustion issues. The doctrine of exhaustion provides a limitation on the economic right of distribution and prevents copyright owners from controlling the subsequent distribution of a work once it has already been ‘sold’ in the market. This enables secondary markets to develop and operate for copyrighted content, but a combination of restrictive EULAs and DRM measures may negate the ability for such digital secondary markets to form. Although streaming marks a fundamental change from traditional copy-based distribution mechanisms, relevant case law from the US and Europe demonstrates 1 that it is not necessarily the case that digital markets already accommodate this principle. Nonetheless, these licences raise a number of significant issues in their own right for consumers and artists; they create costs in reading and understanding, are non-negotiable and arguably indistinguishable such that consumers’ ability to draw comparison and make informed decisions are undermined. They are more representative of the asymmetric power-dynamic between rights holders and consumers, and redefine consumers’ relationship with content by limiting the transfer of the ‘product’ to a series of permissions. This may have a number of further consequences which will be investigated. It is arguably more difficult for new artists to break into the charts, potentially damaging diversity, and recent research has also suggested that popular music composition is changing which may be creating new compositional norms artists have to conform to for commercial success. On a more technical level, but equally as importantly, the very nature of the Internet may be changing. The growth of DRM-supported streaming platforms highlights the importance of networks for content delivery. Whilst originally envisaged as a network free of technical control based on the end-to-end principle of system design, the Internet threatens to fragment with latent DRM control operating on and across the network and connected devices. The success seemingly enjoyed by music streaming providers suggests that these do not seem to be of much (if any) concern to the users of such services who appear to value the ease and convenience such services provide in comparison with content on physical media. Inevitably though, this trend is likely to continue and whilst copyright also remains centrally important, its focus is no longer on enforcing reproduction rights as the ‘copy’ has been removed from the equation. Instead, the role of copyright in this context is merely founding the initial proprietary rights that 2 enable subsequent DRM and licence-based online exploitation – going back to the future to re-establish record industry power allied now to streaming platforms. This piece will focus on US and EU jurisdictions as both have developed legal frameworks regulating DRM and whilst music is the primary focus, reference will be made to other copyright works for comparison where necessary. It will begin with an overview of DRM and its evolving nature in the context of music streaming; in particular, its history and early legal controversies can be seen with reference to the US. It will then explore the issue of secondary markets, tied to an analysis of both EULAs and comparable case law from the US and also Europe regarding the principle of copyright exhaustion. Both the US Copyright Act (which refers to the principles as the first sale doctrine) and European Directives place specific restrictions on the rights of copyright owners when it comes to distribution. Finally, issues relating to the diversity and composition of popular music and the architecture of the Internet itself will be explored. 2. DIGIAL RIGHTS MANAGEMENT Digital Rights Management (DRM) is nothing new when it comes to copyright protection and is certainly not synonymous with music. It has arguably been around in some way since the 1970s originating in began in the area of software. With the advent of microcomputers towards the end of that decade, bespoke hardware and software packages became de-bundled with software providers creating standalone products that did not require additional technical support1. Early technical means 1 R Anderson Security Engineering (Hoboken: Wiley, 2nd edn, 2008) p 682. 3 here involved utilising a machine’s ‘uniqueness’ (based on its serial number) and installation protocols to prevent unauthorised use of software2. In the US, early reference was made to it in the Sony Betamax case3 where the Supreme Court referred to ‘scrambling’ broadcast signals in order to ‘jam’ the recording of television programmes4 which could be seen as an early DRM solution (although not ‘digital’ as such).Further efforts persisted in relation to subsequent video cassette recorder (VCR) technology with then analogue devices employing techniques to interfere with recording synchronisation and subsequently video scrambling.5 In the audio industry, the advent of the Digital Audio Tape in the late 1980s caused concern as it enabled perfect and non-degradable reproduction. This resulted in the introduction of a serial copy management systems (SCMS). In the early 1990s, these gained legal recognition with the US Audio Home Recording Act of 19926 providing for a serial copy management system in all digital audio recording devices to prohibit multiple copies being made. It was only with the development of the Internet and associated digital technologies that it felt further protection was warranted in order enhance the effective exercise of copyright in the digital environment. The first attempt to conclude an international 2 Ibid, pp 682-683. 3 Sony Corp of America v Universal City Studios, 464 US 417 (1984). 4 Ibid, at 495. 5 Anderson, above n 1, p 691 6 US Audio Home Recording Act, 106 Stat. 4237 (1992), to amend title 17, United States Code, to implement a royalty payment system and a serial copy management system for digital audio recording, to prohibit certain copyright infringement actions, and for other purposes. 4 agreement in response to the perceived challenges of digital technology was made by the World Intellectual Property Organisation (WIPO) and led to the adoption of two treaties, which established a common basis for DRM protection: The WIPO Copyright Treaty (WCT)7 and the WIPO Performances and Phonograms Treaty (WPPT)8. The Treaties established, for the first time, that technological protection measures (TPMs) used by rightsholders to protect their works enjoy an independent protection, as well as providing protection for Rights Management Information (RMI) that identifies the work and related copyright information In the United States, equivalent measures were introduced in ss1201 of the Digital Millennium Copyright Act (DMCA) in 19989 and in Europe, under article 6 of Information Society Directive10 (InfoSoc Directive). Both pieces of legislation provide protection for the technological measures themselves as well as a prohibition on the manufacture, import and distribution of any such device that is primarily intended to facilitate the circumvention of such measures. Indeed, when the idea that ‘the answer to the machine is in the machine’ was proposed in 199511 by Charles Clark, legal advisor to the International Publishers 7 WIPO Copyright Treaty (WCT), adopted in Geneva on December 20, 1996. 8 WIPO Performances and Phonograms Treaty (WPPT), adopted in Geneva on December 20, 1996. 9 Digital Millennium Copyright Act, 112 Stat. 2860 (1998), to amend title 17, United States Code, to implement the World Intellectual Property Organization Copyright Treaty and Performances and Phonograms Treaty, and for other purposes. 10 Directive 2001/29/EC of the European Parliament and of the Council of 22 May 2001 on the harmonisation of certain aspects of copyright and related rights in the information society. 11 P Goldstein Copyright’s Highway: From Gutenberg to the Celestial Jukebox, Revised Edition (Stanford: Stanford University Press, 2003), pp 165-170. 5 Copyright Council, it is questionable if such protections were envisaged. Instead, the goal was that technology would not so much control content, but to manage and identify the content being used and the users using it. The threats posed by digital technologies and the perceived lack of copyright’s enforceability in the online world explains why rightsholders turned to such private ordering measures as a
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